travel and tourism institute

Welcome to ITT

Established in 1956, the Institute of Travel & Tourism (ITT) is the only membership organisation for travel and tourism professionals, suppliers, educators, and students across all sectors of the industry. ITT’s main purpose is to raise and maintain professional standards throughout the travel industry and to provide Members with support and guidance. 

In 2024, ITT's main focus is on networking with decision-makers , inspiring and encouraging the next generation of talent , and maintaining high professional standards throughout the travel industry.

ITT supports Members at every stage of their career, from offering guidance and inspiration to students and apprentices, to connecting professionals at the most senior level . ITT also advocates for Members' views and rights, and encourages sustainability practices in the industry.

Membership of ITT is open to everyone involved in travel and tourism – whether a employee of a travel agency, airline, tour operator, hotel, tourist office, car hire company or a business working with the sector such as finance, law, PR and marketing. There are different membership tiers available for individuals, companies and educational establishments, including lecturers and students.

ITT also has a President, who is elected annually by the Board of Directors.

Members are connected with each other through a private Commun ITT y app. The app has many exciting features such as the ability to message other Members, access exclusive offers and special deals, receive updates about events, update or renew an ITT membership, and view the latest ITT news.

There is also a private Members Wall to share comments, photos and videos.

ITT Members can attend a variety of events – both business and social – where they can discuss industry issues and connect with peers.  

From quarterly guest speaker suppers to seasonal cocktail parties, free-to-attend networking events and much more besides, there are always plenty of opportunities to meet with other Members throughout the year. 

The ITT Conference is the travel industry’s blue riband event, created for ITT Members and attended by senior figures from across the UK travel and tourism industry. The conference is held overseas in a different destination each year. The next ITT Conference will be in Halkidiki , Greece on 3-5 June 2024 .

Education and Training

ITT runs an Education and Training Committee aimed at raising and maintaining professional standards in the travel and tourism industry. The committee endorses various training and professional development programmes and provides students with valuable opportunities to start their careers in travel, tourism, aviation and hospitality. Partnerships with educational establishments, student awards, and ITT Future You events are all important parts of ITT’s careers and education work.   

ITT works closely with universities and college tourism departments,valuing good practice through an ITT Recognition scheme. The Institute also awards a select number of leading universities with an ITT Centre of Excellence status, assists in organising industry placements and provides these universities with other valuable benefits.As well as helping to improve career prospects, the Education and Training Committee celebrates high-calibre students and apprentices at the annual ITT Future You Awards.

As part of ITT’s mission to raise professional standards in the industry, the ITT Recognition programme recognises companies and individuals that offer high-quality training and development for industry staff. 

The ITT Education and Training Committee is ideally placed to review Members’ training programmes in line with the requirements and recognised standards of the industry. An endorsement from ITT can add significant weight to a company/individual’s profile and training programme.        

I TT Future You is an initiative started in 2008 to give students ideas and inspiration for their future careers. Over 20,000 students have attended ITT Future You events in the UK, with more globally. 

The popular annual ITT Future You Conference at WTM along with the Future You on the Road series of regional events, provides students with the opportunity to hear from industry professionals about their careers and tips for success first-hand.

The Education and Training committee is made up of ITT Board Members with relevant expertise; representatives from each Centre of Excellence and other Members of ITT who give their time on a voluntary basis to support the committee with its work. 

Sustainability

The ITT Sustainability Committee was set up in 2022 in response to the industry’s post-pandemic need to rebuild better and develop better strategies and plans to reduce greenhouse gas emissions and develop travel and tourism experiences which aim to protect destinations, the natural environment and enhance local communities’ livelihoods. 

Our aim is to help support Members to embrace the sustainability agenda and embed it in their business philosophy and operations. The current focus is on 4 key areas of carbon management, destination management, supply chains and transportation (including ground handling and cruise). 

The Committee is chaired by ITT Board Member Fiona Jeffery OBE , a long-time champion of sustainability, Founder of World Responsible Tourism Day, and the International NGO Just a Drop. “The key purpose of the Sustainability Committee is to inspire ITT Members to embrace the sustainability agenda so it becomes embedded in their business philosophy and operations“ said Fiona Jeffery OBE. 

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Knowledge that moves the tourism industry, build relevance and cultivate stakeholder alignment. the tourism academy | tourismacademy.org makes transformative, engaging, and accessible tourism education possible for the tourism and destination industries. each of the programs we build is designed for adult learners by business psychologists and instructional design professionals. we use the latest in learning experience technology to ensure that your training programs are available when, where, and how stakeholders learn best., 145+ courses, available online and on demand., we're on a mission.

The Tourism Academy’s mission is to educate, empower and inspire the tourism industry. Subsequently, making it easier for travel professionals to advance their careers, grow their businesses and provide life-changing travel experiences to more people, sustainably.

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The International Institute of Travel & Business can prepare you for a variety of positions in the Travel, Tourism, Hospitality and Business industry. The Institute was established in 1983, and is proud to offer its students solid and extensive career programs. Our Instructors have many years of experience and knowledge in specific areas of the industries.

Philosophy - The International Institute of Travel & Business is committed to providing comprehensive career training in the Travel and Tourism, Hospitality and Business industry. Every course is kept current and focuses on the knowledge and requirements needed for employment.

Our immediate goal is to assist each student in obtaining employment upon graduation. Our primary focus is to provide the most comprehensive training and education possible, that are practical and designed to meet the needs of all students who enter our programs.

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It’s been a record-setting year for global travel – here’s how we make tourism inclusive and sustainable

Inclusive and sustainable travel and tourism includes supporting micro-, small- and medium-sized businesses. Image:  Unsplash/Michael Barón

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• The global travel sector is experiencing a robust recovery, with tourists increasingly spending more on travel.
• Despite the overall positive outlook, some destinations struggle with operational challenges, including workforce issues and resource management amid rising tourist numbers and environmental concerns.
• The travel and tourism sector’s potential for advancing socio-economic prosperity is particularly impactful through the support of micro-, small-, and medium-sized enterprises.

The global travel sector forecast is in and it's sunny skies ahead. Through March 2024, consumer spending on travel remains strong, and passenger traffic has soared. Empowered by a strong labour market worldwide, tourists will be on the roads, air and seas once again, with more of people’s budgets on travel.

The latest report from the Mastercard Economics Institute, Travel Trends 2024: Breaking Boundaries , reveals that 2024 has already witnessed multiple record-setting days as consumer spending on leisure travel remains strong. The data shows that post-pandemic travellers continue to seek unique experiences rooted in local cultures while increasingly prioritizing spending on memorable events across sports, music and festivals.

The Mastercard Economics Institute’s analysis reveals that travellers also seek opportunities to extend their stays, prioritizing leisure for longer. For the first 12 months between March 2019 and February 2020, a trip’s average length of stay was about four days. As of March 2024, the average length of a leisure trip has edged closer to five days, which translates into an economic boost for the destinations and communities hosting them.

Have you read?

These are the top 10 countries for travel and tourism, what is travel and tourism’s role in future global prosperity, travel & tourism development index 2024, tackling tourism’s challenges.

Yet, while the overall outlook for travellers looks bright, that’s not the case for all destinations. Some tourism hotspots and lesser-known locales are facing growing challenges around operating conditions. The World Economic Forum’s Travel & Tourism Development Index (TTDI) 2024 highlights the ongoing constraints facing the global travel and tourism sector – including the lack of investment in skilled and resilient workforces and issues around resource management – cultural and natural – as destinations grapple with higher tourist visitor numbers and rising environmental concerns.

The report offers travel and tourism decision-makers recommendations around how the sector can take a more active role in tackling social challenges across socio-economic prosperity, peace and cultural exchange. As the industry accounts for approximately one-tenth of global gross domestic product and employment , the public and private sectors must work together to ensure future tourism development is, first and foremost, inclusive and sustainable.

Supporting the backbone of travel and tourism

As the TTDI 2024 notes, one area where the sector’s potential in advancing socio-economic prosperity can be particularly impactful is in the economic empowerment of micro-, small- and medium-sized enterprises (MSMEs). According to the World Travel & Tourism Council, more than 80% of travel and tourism businesses fall under this category.

Policies and investments promoting the adoption of digital solutions and enhancing digital skills development while improving access to credit can provide a major boost to tourism-focused MSMEs.

In Costa Rica, the Instituto Costariccense de Turismo, a member of Mastercard’s Tourism Innovation Hub , is championing such an approach to ensure increased tourist traffic results in better opportunities for MSMEs. Last year, the institute launched Tico Treasures , a platform facilitating tourist connections with Costa Rica’s Crafts with Identity programme, a group of 17 artisan collectives across the country. The platform allows visitors to discover local Costa Rican products, learn about artisan communities and then purchase and ship the goods back to their home country – all through one experience.

The programme is an example of public-private collaboration, including backing from Correos de Costa Rica, Banco de Costa Rica and the Instituto Costariccense de Turismo. Its objectives are multifold: delivering more authentic experiences for tourists, expanding citizens’ access to the digital economy and contributing to MSME resilience.

Protecting future environments

There are also novel approaches to solving destinations’ sustainability challenges underway. A key role of the Travel Foundation , a global non-government organization, is to facilitate innovative public-private collaborations in tourism that accelerate and scale sustainable solutions. One notable example is in Scotland, where the national tourism organization VisitScotland is partnering with the Travel Corporation, a global tour operator, to help decarbonize the destination supply chain. Both organizations are pooling their insights, data and expertise to support local businesses, develop new ideas for reducing carbon footprints and identify barriers to a green transition.

The learnings from this and other projects led by the Travel Foundation will be shared to influence future policy, investment and product development decisions at national and global levels. By combining public sector resources and capabilities with private sector technological expertise, travel and tourism decision-makers can enact policies and programmes that balance tourism growth with environmental protection, providing a nuanced approach that works for unique destinations.

It’s an important time for the sector – to leverage travel and tourism’s robust recovery and advance socio-economic prosperity, fuelling a more inclusive future for our treasured destinations. By accelerating collaboration between governments, destination management organizations and technology companies, we can ensure destinations, the communities that power them and the environments they inhabit are at the heart of all future tourism development.

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Events & Tourism Institute

The Events & Tourism Institute has years of event management, tourism, and destination development experience with a foundation in the world of academics. Our work researching, developing, analyzing, and consulting with communities has elevated us from education-based programs to strategic-minded solutions.

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The IUPUI Events and Tourism Institute has years of event management, tourism, and destination development experience, with a strong foundation in the world of academics.

Our experience teaming with communities has elevated us from education based programs to strategic minded solutions.

We are staying in front of trends, building on our reputation with new degrees, research, and studies.

So from a city that knows how to host world-class events, comes a world-class institution to consult and develop yours.

It’s building tourism brands, research, destination development, event education, product development, tourism data and analytics, visitor’s profile studies.

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About the Institute of Tourism  

By organizing International conferences, webinars and seminars Institute of Travel and Tourism bring together academics, business and practitioners to discuss the challenges and opportunities of Travel and Tourism Industry. We bring together experts from around the world to share valuable insights related to travel and tourism, accessible by everyone free of charge Creating Tourism with a Positive Impact. We Create International Connections and partnership. Building Research and knowledge Network and Expertise. Institute of Travel and Tourism brings together all sectors of the hospitality industry where academic , business and public sector leaders convene, network and learn new strategies. A great platform for everyone to make your voice and ideas heard in Tourism Industry. Most of our webinar viewers are decision-makers or influential players in travel and tourism industry. Our Speakers are from Prince, Tourism Minsters, editor in chief, Professors, CEOs, investors, Activists, Tour guides, journalists, students ….

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The Institute for Tourism & Recreation Research (ITRR) conducts travel and recreation research in Montana, with a primary focus on the nonresident travel survey conducted throughout the state. ITRR is perhaps best known for producing the widely used statewide estimates of total nonresident visitation and travel expenditures, as well as visitor characteristics, in the state each year, along with the annual estimate of the economic contribution of nonresident travel to Montana’s economy. Read more about the  nonresident travel survey and visitation and spending estimation models .

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A summary of Montana residents' attitudes towards tourism from the 2023 season. Overall, results from this study show that Montana residents hold a generally positive attitude towards tourism in the state.

What We're Working On

Launch UM virtual tour.

The flagship ITT Future You 'Conference' held annually at World Travel Market London, attracts 500+ students and graduates each year

• Join us on 5 November 2024 for ITT Future You at WTM
• In November 2024, we celebrate our 15th anniversary
• Since 2009, it's been the largest attended event at WTM London annually
• A well-known keynote speaker from industry sets the scene
• Diverse young speakers from industry brands share their stories
• An interactive industry careers fair follows the conference sessions
• The event attracts an audience from across Europe and beyond 

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On the road.

Regional ITT Future You ‘On The Road’ events  are held in 11 cities, in partnership with universities and colleges across the UK

• Following its success, ITT Future You went ‘On The Road’ from 2014
• Hosted at 9 ITT Centre of Excellence Universities across the UK
• National brands come together with local businesses to take part
• Individuals speak at their regional event and tell their story
• A careers fair follows, to promote opportunities in the local area
• The events get bigger every year, with new cities in the pipeline
• Future dates and locations of 'On The Road' events are below

University of Wolverhampton

11 April 2024

Northumbria University

22 April 2024

Leeds Beckett University

22 November 2023

Manchester Metropolitan University

3 November 2023

University College Birmingham

13 March 2024

University of Plymouth

15 February 2024

Sheffield Hallam University

31 January 2024

University of Bournemouth

2023/24 Date: TBC

University of Surrey

18 April 2024

Belfast Metropolitan College

27 November 2023

University of Wales Trinity Saint David

27 February 2024

Coming Soon

In collaboration with the GTTP, ITT Future You ‘Global’ events are held  in countries with tourism-led economies

• In 2018, the ITT Future You ‘Global’ initiative was launched
• Taking the event to countries that rely on the tourism industry
• Helping to inspire the next generation across the globe
• The first ‘Global’ events have taken place in Russia, Brazil & Kenya
• ITT works closely with the Global Travel & Tourism Partnership
• & Future ‘Global’ events are planned in new locations worldwide

The ITT Future You Awards

Ambassadors

It’s a privilege to become an ITT Future You Ambassador. Since joining ITT’s Education & Training Committee in 2018, I’ve been fortunate to moderate conference sessions, speak at universities and importantly, meet many aspiring travel professionals. Some harbour ambitions of becoming travel marketeers, others product specialists. Wherever their career begins, it’s clear from their energy and intellect that we have a promising pipeline of travel talent. As an ITT Future You Ambassador, I’ll strive to showcase our industry as a great place to work. An industry that is engaging and fulfilling, where people from all backgrounds can learn, grow and achieve their career ambitions

- Louie Davis, Commercial Lead - Whitbread

As a Visibility Specialist, and the ITT Future You inaugural mentor of the year, I understand the importance of having people to champion the industry, companies and individuals with their career aspirations. Mentoring gives great insights into the many ways to raise your professional profile and I’m especially proud to be an  ITT Future You Ambassador. It’s an organisation that’s so diverse in knowledge and rich in education while encouraging it’s members to excel at any level

- Jenny Kovacs, Visibility Specialist

"Having worked within the tourism industry for the past 21 years it is a pleasure to be joining ITT Future You as an Ambassador. Having mentored many people throughout my career, the opportunity to support and engage with today’s Travel and Tourism students is something I am excited about. As the world of travel changes following the impact from COVID, the grassroots of the industry need to be nurtured and supported like never before. Having worked my way through the industry starting as a holiday rep overseas, Regional Manager within Retail, Director for one of the world’s leading travel brands, and now the CEO of one of Europe’s leading experience brands, I look forward to passing on my knowledge and enthusiasm for the best industry in the world.“

- Olly Nicholls, CEO, Attraction World

With continuous professional development being a theme throughout my own travel career, I believe that vocational and academic experience both have a place within the industry and that championing opportunities for future talent is essential for ensuring our industry remains a fulfilling and credible career choice. The ITT Future You initiative brings together industry and education, giving students new ideas and career paths that they may never thought were possible. The initiative continues to go from strength-to-strength and that's why I'm honoured to be involved as an Ambassador.

- Donna Allcock, Strategy Implementation Manager for Great Britain: Tourism Ireland

It is such a pleasure to be a part of the ITT Future You initiative; which inspires future generations of students to consider the travel industry as a lucrative and viable option for a future career. Providing students, particularly those from ethnic backgrounds with the opportunity to gain knowledge and be empowered, will provide a powerful impact as we strive, as an industry, to create an inclusive and energising environment that encourages individual excellence and better reflects the diversity of society in order to drive growth.

- Jamie-Lee Abtar, Founder - 2219 Media

I am honoured to be an ITT Future You ambassador, it has been a pleasure to present to and meet so many students, not long being one myself. The initiative is extremely important to me to show young professionals the amazing opportunities that the industry has to offer; which were not shown to me as a student. I am proud to be a part of something that has achieved so much in a short amount of time, the focus for me; enhancing the reality of the amazing things that young graduates can achieve from this industry, and how much the travel industry relies on new talent to remain innovative in a constantly changing environment.

- Jodie Pilgrim, Head of Overseas Management: Party Hard Travel

As a member of the ITT Future You committee, I’m very proud to be an Ambassador of the initiative. I’m a strong advocate of the benefits which students and industry achieve through the collaboration at the ITT Future You events. it’s vital that we provide students with insight from industry, preparing the next generation of talent for strong and successful careers; whichever part of the sector they decide to move in to. It's been a pleasure taking part in the events themselves and meeting such a diverse range of students from across the globe.

- Lee Ainsworth, Head of Advantage Holidays: Advantage Travel Partnership

I am a huge supporter of the Future You programme. From a personal perspective it is a fantastic opportunity for me to give back to the future leaders of the tourism industry, an industry I have both worked and studied in for 20+ years now. What I also love is being able to meet, network and (hopefully) inspire people thinking of joining and building their career in this wonderfully diverse and inclusive industry. I encourage everyone to attend. You never know, you may end up meeting your first manager in the tourism industry!

- Michael Long, Senior Manager, Retail Partnerships (UK & Nordics) at Expedia Group

Careers resources.

The ITT Future You initiative was created by industry, to inspire the next generation of aviation, travel, tourism and hospitality professionals

ITT Future You acts as the bridge between the education sector and industry

Industry has developed many career-focused initiatives over the years including: 

»  TTG Media  - ’30 Under 30, ' Tomorrow’s Travel Leaders ' scheme 

»  Travel Weekly  - annual ‘ Take Off In Travel ’ magazine

» ABTA - The Travel Association's  Education Hub

» BTA - The Business Travel Association's Business Travel Diploma

» GTTP -  Passport to the World online training course

» World Travel Market London -  Career in Travel Day

» IASA - Empowering the next generation of aviation professionals

» Global Travel & Tourism Partnership (GTTP) - Introduction to careers in travel and tourism - Free online course > Click here to access >

» Northern Training Academy (NTA) - Apprenticeships & Traineeships in the sector  Click here to access >

» G Adventures - ReTravel initiative   > Click here for info >   download founder, Bruce Poon Tip's, e-book Unlearn: The Year the Earth Stood Still

» The Advantage Travel Partnership What it takes to be a successful, independent Travel Agent   Watch via our YouTube channel < here >

» Institute of Travel & Tourism (ITT) - ITT Future You challenged students to create their own elevator pitch - check them out on our YouTube channel.

» Whitbread / Premier Inn - Explore interviews from   Whitbread 's rising stars showcasing different careers in Hospitality. Hear from Emily , a Digital and Commercial Service Delivery Manager, Dayne , a Digital Product Manager and Rebecca , a Channel Executive in the Digital Acquisition Team.

As the industry evolves, so does the ITT Future You initiative. Our talent hub is a gateway to the next steps on your career journey.

What is ITT Future You?

ITT Future You is an initiative started by the Institute of Travel and Tourism (ITT) in the UK

• Celebrating 15 years in 2024
• It has become ‘The’ Annual Student Travel Conference
• An insight in to the Aviation, Travel, Tourism & Hospitality industry
• It gives students and graduates, ideas & inspiration for their future careers
• Is a launchpad for young industry professionals, as speakers
• Founded by the ITT Education & Training Committee
• Has had over 30,000 attendees at its free events since launching

Success Stories

" I thoroughly enjoyed the ITT Future You on the Road event held at the University of Plymouth. We heard from industry professionals who shared their perspectives of working in a variety of roles across the sector, as well as how they got to where they are now. Their advice was excellent and I have come away full of excitement about my future in the industry. "

- Georgia Francis

International Tourism Management student at University of Plymouth

" Very informative and insightful meeting from our guest speakers at the ITT Future You event. Learning from their experiences in the tourism and hospitality industry helps us students to understand more about prospects for the future and how to approach new opportunities better. "

- Eddy Edokpolor

BA Tourism Management at Manchester Metropolitan University

" Thoroughly enjoyed the ITT Future You event at Manchester Metropolitan University. Highly inspiring learning about others' successful journeys in the tourism industry, and a pleasure to be able to speak with some of them in person. It was such a pleasure to be invited, and I hope to attend similar networking events during the coming months as they are so beneficial to me both professionally and academically. "

- Paris Flint

International Tourism Management with Spanish at University of Chester

" Myself and other students enjoyed a very informative employer insights panel (ITT Future You On The Road). A rich panel of successful individuals brought informative, interesting and actionable advice to the session that all members, I feel, valued. I'd like to thank you all for taking your time to give us your valuable insights into the travel and tourism industry! "

- Joshua Manley

MSc Digital & Social Media Marketing student at University of Plymouth

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Travel & Tourism Course

Diploma - Advanced Diploma

Many people love to explore the world and go jet-setting for their own personal enjoyment, but perhaps you want to make it part of your career. Whether you have an interest in exploring other countries for work or are fascinated by aspects of the tourism industry, including the development or the socio-cultural impacts of tourism, our travel and tourism course could be the perfect place to start your learning.

The course has been designed in conjunction with industry professionals to deliver the best learning experience for you, launching your new dream career in the travel or tourism industry!

Explore our course breakdown below or enroll now to get started.

• Course Outline

When you enroll in our travel and tourism courses online, you will complete the following units of study:

• How Will You Benefit?

• Launch your new career in tourism or travel
• Take part in a course created by professionals who have worked in the travel and tourism industry
• Eliminate time spent travelling to in-person classes so you can spend more time learning online
• Learn at your own pace, without the pressure of keeping up with other students
• Get access to a personal tutor who can provide assistance and answer your questions
• Pay upfront to get a special 10% discount off the total course fee, or spread the cost via interest-free weekly payments

Enroll in our online travel and tourism courses today to start your new journey!

• Career Prospects

You could help other travel lovers to find their perfect destination, or you might wish to be more involved in making sure their holiday goes smoothly, as a customer service rep or hotel or tour manager, for example.

Industries and opportunities in the travel or tourism sector

With your travel and tourism diploma, you could gain a new job role within the following types of organizations:

• Domestic airlines
• International airlines
• Retail travel agencies
• Wholesale travel agents
• Regional tourist information services
• Tourism marketing consultancies
• Inbound tour operators
• Theme parks and tourist attractions
• Coach tour companies
• Cruise lines
• Conference and incentive travel tour coordinators.

Within these organizations, there are a range of job options and roles you can do. We’ve listed just a few examples below.

Air Cabin Crew A member of the air cabin crew is responsible for customer care on a flight. The role can include conducting safety checks, serving food and drink and making sure the passengers are content.

Hotel Manager A hotel manager generally oversees the day-to-day running of every department in the hotel, from front of house and housekeeping to budgeting and administration.

Tourism Officer Tourism officers are in charge of promoting tourism and encouraging tourist growth to a specific landmark, site, region or city (depending on who you work for).

Travel Agent From providing advice to customers on the available travel packages to giving holiday recommendations, the role of travel agent is a varied one. It mostly involves organizing and booking trips for excited holidaymakers-to-be.

Earning Potential

The earning potential of a travel and tourism consultant or manager depends greatly on the level of training and experience they have. Travel Agent wages can vary between $24,781 to $50,547 per annum.

• Course Levels Explained

Completion of the travel and tourism course leads to either a Diploma or an Advanced Diploma, depending on the level you enroll at. The course content may differ slightly between these two levels. Learn more about the differences between the two levels below:

The Diploma qualification recognizes the graduate’s capacity for initiative and judgement across a broad range of technical and management functions. Diploma holders typically have personal responsibility and autonomy (semi-independence) in performing technical operations or organizing others in the workplace.

Advanced Diploma

The Advanced Diploma allows the graduate to apply a significant range of principles and techniques across various contexts and functions. Graduates can expect to be involved in significant judgments, planning, and leadership / guidance functions related to workplace products, services, operations or procedures.

• Prerequisites

There are NO previous work or education requirements for entry into any course level. Graduates can expect higher course levels to result in higher potential salary, positions and skill capabilities.

• Course Length

The average time within which students complete their studies is:

However, as you can learn at your own pace and dip into the course according to your own schedule, these time periods are flexible. In fact, you have up to three years to complete your course once you’ve started.

• Study Mode: Online Learning

This travel and tourism course is carried out entirely online, with no need to travel or attend physical classes. This is also known as distance learning or correspondence learning and can be extremely beneficial. You can work your classes around other commitments including family or work, and you can take the course in your own time whenever you have a spare moment.

Unlike courses by other providers, which can be dull or irrelevant, we’ve incorporated as much interesting and practical material into our travel course as possible so it’s a worthwhile investment for you.

• Recognition & Accreditation

The courses we offer don’t just teach you theoretical knowledge but practical skills, too, that you can take with you and apply in your new career or job role. Our industry professionals will help to make the courses as ‘hands-on’ as possible, and they’re always willing to assist you when you need it.

Already in the Profession or Industry?

Already have a travel or tourism qualification, or work in the industry? Our course may still be suitable for you if you wish to expand your existing knowledge and widen your horizons. This can be done via Recognition of Prior Learning (RPL), and it may help you to gain a promotion, get a new position for another company or contribute to your professional development. Plus, the course fees can be claimed as a tax deduction if the course connects to your current work activities.

• What Do I Get?

All the materials you need to complete our online travel and tourism course are included in the course fee. Once you enroll, you will receive:

• All required study materials and course notes
• Assignment projects with constructive tutor feedback
• A tutor who will answer all your course and career questions and provide guidance

• A graduation certificate officially recognising your successful completion of studies and qualifications as a travel and tourism consultant, manager or operator
• Transcripts indicating the units completed
• A letter of recommendation and validation for current and future employers
• Post-nominal letters placed after your name which indicate that you hold the relevant qualification (for example: John Smith, DipTT)
• Job search assistance: discover more about our Graduate Career Services Programme
• Cut Off Date

Friday, 21st June 2024 is the next enrollment cut off date. Places are limited, in demand and entry into the course is on a first come first served basis.

Your enrollment is processed and acknowledged within 24 hours of the Institute receiving your application. You can expect to receive your course within days of enrolling. When you start your ICI course it’s at your own pace and you determine when you finish.

Don’t miss out. Enroll today!

Course Investment & Payment Plans

How do I get started?

Get started for as little as $39 per week.

Next Enrollment Cut Off Date Friday, 21st June 2024

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YOUR TICKET TO THE WORLD

Study with us and you could be working at walt disney world in 2025, welcome to the new zealand school of tourism.

Whether you’re keen on a career in travel and tourism, flight attending, travel operations, or you just want to get out into the world, you won’t be stuck in a classroom when you study with New Zealand School of Tourism. Our courses teach you valuable skills in an environment that supports you, builds your confidence and where you’ll make lifelong friends. 

Not sure where to start?

Explore our courses

Flight attending & aviation.

Are you a people person who loves the idea of waking up in a different city every day? A career in flight attending or aviation could be the perfect fit.  

Travel & Tourism

Open the door to a world of possibilities and discover what makes you fly in the exciting world of travel & tourism.

Study Fees Free

Your ticket to the world could be closer than you think. Check out our fees-free options!

I nternships

International & domestic.

Internships and work placements are a key part of the New Zealand School of Tourism studies. Hands-on experience is essential and 98% of our students have historically had job offers at the end of their work placements.

Find Out More

What our students are saying

“Confidence is the key to success, no matter what you do. I’ve found that within myself here at the New Zealand School of Tourism and it has unlocked a world of possibilities for me in the tourism and hospitality industry.” Bethany - Tourism, Travel & Airline Industry Level 3

“After doing my Level 3 at the New Zealand School of Tourism, I felt the tutors and the environment really fit my learning style – allowing me to thrive.” Ben - Hotel & Hospitality Management Diploma Level 5

“I’m a lively personality with a thirst to learn and explore the world. I’m grateful to the New Zealand School of Tourism for preparing me for a career in travel and tourism that really harvests that.”

Ash - Diploma in Tourism & Travel Management Level 6

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How much does hospitality management make?

In New Zealand, hospitality management salaries can range anywhere from around $75k to $95k+ annually, depending on experience and location. (Source: Seek, 2024).

How to become a hotel general manager?

Embark on your journey to becoming a hotel general manager in NZ with our Certificate in Tourism , gaining an understanding of hotel & hospitality operations and learning from industry experts.

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Air ticketing, travel & tourism diploma courses in delhi/ncr.

Air Ticketing, Travel & Tourism, Global Distribution System-Amadeus/Galileo career you are looking for? Courses after 12th/graduation? Then it makes sense to get trained with India Travel & Tourism Institute which mentors and shapes your career to become a successful Travel & Tourism professional with our Air Ticketing, Travel & Tourism Courses.

At India Travel & Tourism Institute is simple- to set you up for a successful career in

Whether your dream is to be a Travel Agent, work on a Air Ticketing, Global Distribution System (GDS) such as Amadeus, Galileo or Sabre or as a Holiday Package expert, we can help you gain the skills you need to be success in this industry.   Click to know more about Career in Air Ticketing, Travel & Tourism:

Advance Diploma In World Travel & Tourism Management

Advance Diploma In World Travel & Tourism Management course provides a comprehensive knowledge of Air Ticketing, Travel & Tourism Industry along with Professional skills. A student can get the highest level of knowledge to understand the Air Ticketing, Airline and Travel-Tourism Industry. 

Under this programme, you get 360° practical knowledge in Air Ticketing, Travel & Tourism industry. It covers the entire travel domain like understanding the airline fare concept, Automated Electronic Ticketing on GALILEO & AMADEUS GDS and Holiday Package Management and many more interesting and skill modules.

Diploma In Air Ticketing Management

This course is designed and customized for enriching skill sets in Air Fares and Ticketing along with Global Distribution System (GDS) and Holiday Packages. This course makes the student to understand the key concepts of Air Fares and Ticketing and an advance level Galileo Global Distribution System along with Domestic & International Holiday Destination Packages.

This course is ideal for anyone who want to kick start their career and evolve in the vast developing industry of Air Ticketing, Travel & Tourism Domain.

Our syllabus is inline with IATA Training and cover even more comprehensive and practical module based training with the industry experts.

Amadeus/Galileo Global Distribution Software Management

This course is designed for the students targeting specific skill sets. Those who are currently working or freshers can opt for the course who wishes to keep hands on Airline reservation software such as Amadeus & Galileo.

The course contains the module covering the most requirements commands for using the GDS from basic to the advance level.

PNR Creation, Fares, Fare Filing, TST Creation, Discounted Fares, Negotiated Fares, Exchange Fares, Ticket Issuance, Re-Issuance, Re-Validation, Refunds, EMD, Queues & many more…

Feel free to check our placements

Write a short description that will describe the title or something informational and useful.

Our Students Speak

Straight from their hearts...

Dhanraj Bhasin

One of the best institute for learning anything regarding tourism , good facility and good infrastructure one would love to join this institute. Good courses available gives depth knowledge for anything you want to study. I opted for Amadeus course and they taught everything regarding Amadeus and gave sufficient practice time to polish my skills.

Preeti Dhiman

The learning experience of amadeus was very good and the trainers are very much professional….nd the whole experience i would say are very nice nd educative..

Prashant Vasudev

ITTI is an institute with highly qualified trainers with great experiences. I am thankful to Rajeev sir and Anil sir who shared their knowledge and experiences about the Travel & Tourism Field and gave us a chance to outshine in our career. Its Been a privilege being a student of ITTI.

Anvay Poonia

Very good faculties and institute for air fare and ticketing…you learn not only Travel Tourism..but also skills that is very much required for the future perspective… I learnt advance excel, PD, and business communication etc. Keep leading ITTI….

Very good Institute for Air ticketing training. Faculties are very friendly and have good knowledge 🙂 :)…

Abhishek Anand

ITTI is the best institute in India for Travel foundation courses.Its been truly a privilege studying here under the guidance of Rajeev Sir and Anil Sir . Everything from our resume till the interview part was assisted by ITTI and guidance was provided at every step by the administration. I recommend ITTI  to all the future aspirants of travel and tourism industry.

Tarun Sharda

Best institute in Delhi/NCR. Best faculties and Best syllabus. Excellent job oriented courses. They teach what you need while working. Their mock interview helped me a lot to get the JOB.I got my first job with 18000/- per month.Proudly say I am ITTIiiiins.

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NIHOTOUR Conducts Specialised Training For Tourism Trainers And Journalists In Lagos

Earlier this week, the National Institute for Hospitality and Tourism (NIHOTOUR) successfully organised a Train-the-Trainer program on Hospitality and Tourism Trade for trainers and tourism journalists in Lagos.

The 5-day programme took place at the Centre for Management Development in Magodo, Lagos. Participants included trainers from leading hospitality and tourism schools in South-West Nigeria and journalists from prominent print and electronic news organisations.

Nura Sani Kangiwa, Director General of NIHOTOUR, highlighted the program’s objectives, stating, “The primary mandate of NIHOTOUR is to provide basic, intermediate, and advanced levels of training for personnel in Nigeria’s hospitality and tourism sectors. This train-the-trainer program in Lagos is one of the numerous capacity development programs we hold annually across Nigeria’s six geo-zones to retrain and upskill instructors in tourism and hospitality.”

The training package focused on three key areas: Train-the-Trainer on Hospitality and Tourism Trade, Educational Awareness and Training on Conservation, Preservation, and Restoration of Cultural Materials in South-West Nigeria, and Digital Content Creation for Tourism Journalists.

The sessions on Train-the-Trainer in Hospitality and Tourism Trade covered emerging management theories, best practices in trainer-trainee relationships, effective mentorship, and sustaining tourism learning ecosystems. The Conservation, Preservation, and Restoration of Cultural Materials training included studies on Yoruba cultural heritage and best practices for managing traditional relics to enhance tourist experiences.

Journalists from the Association of Travel and Tourism Writers of Nigeria (ATTWON) and other independent travel journalists participated in the Digital Content Creation sessions. These focused on mastering social media platforms for tourism news, using computer applications for curating images, and the best tools for editing videos on smartphones and tablets.

Teniola Reuben, the program coordinator, emphasised the importance of showcasing Nigeria to the world. “The purpose is to show the world what we have and for us to value what we have as a people. We want to sell Nigeria to the world. That’s why we organised this training, bringing journalists and industry stakeholders to be ambassadors in their localities.”

NIHOTOUR, a parastatal under the Federal Ministry of Tourism, is established by an Act of Parliament to train, certify, and register personnel in Nigeria’s hospitality, travel, and tourism sectors. The institute also coordinates the Hospitality and Tourism Sector Skills Council of Nigeria (HTSSCN).

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Globetrotter Travel Research Institute announces winners for Guide of the Year 2024

Globetrotter Travel Research Institute, operated by Arukikata Co Ltd, a group company of Gakken Holdings Co Ltd, has announced the winners of the Guide of the Year 2024, which recognizes interpreter guides.

As the movement to resume inbound tourism resumes full swing with increased momentum for high value-added travel across Japan, the new guide standard looks to foster high-quality guides who can respond to the increasingly sophisticated and diversifying needs of travelers. The same mechanism serves as a means to establish a resource of human talent, better recognize multilingual guides who can facilitate discovery, learning or a special experience that changes one’s outlook on life through travel.

Background  

Since its launch in 1979, the Chikyu no Arukikata name has continued to serve as a travel media resource and informational resource. As of 2009 the same name has featured not only domestic and international travel information, but also new insights for foreign visitors to Japan.

With the goal of increasing the number of foreign tourists to 60 million a year by 2030, "high-value-added travel" has remained a benchmark, especially in the luxury travel and adventure travel markets. The outlook for Japan inbound demand is expected to exceed pre-COVID numbers at about 5.9 trillion yen as of 2023.

Under these circumstances, the Japan Tourism Agency is focusing on promoting luxury tourism, adventure tourism and strengthening sustainable tourism content as well as a newly announced initiative that aims to increase spending through high-value-added travel as one of its key pillars. This initiative, “Draft of the Basic Plan for Promoting Tourism Nation" was announced alongside a new inbound strategy for the post-COVID era.

Counterpoint to restored tourism is the guide industry, which still sees a nationwide lack of sufficient quality and number of multilingual guides who provide translation service to tourists. The role of guide calls for an extremely high level of varied skills in order to convey the facts or notable points of a region, including language skill, a linguistic savviness and communication level that matches flexibly to the needs of the client quickly while conveying points of interest relevant to the trip.

This lack of guides has led to lost opportunities such as unavailable travel product planning ending in postponement. Globetrotter Travel Research Institute aims for a solution that builds initiatives to improve the skill of guides, including training in rural areas led by guides with a long tenure with upmarket clients in Europe and North America.

As these activities continue, a tandem goal to raising the guide standard in quality and quantity is to widely publicize how their efforts have a direct impact on the industry via a dedicated research group. Industry experts and professionals have been invited to join a council that continues to reconceptualize potential solutions to the guide shortage problem. One arm of this is the Guide of the Year award schematic.

This initiative aims to widely disseminate the activities and contributions of notable guides, to help guides who serve foreign visitors to Japan become an aspirational profession, and to lay the foundation for a guiding culture to take root in Japan.

Screening was conducted by industry experts, while the Globetrotter Travel Research Institute served as the administrative office.

Judging criteria consists of accurate language and communication skills, as well as a perceived ability to build rapport with customers and tell stories that entice travelers to deepen their understanding and behavior while traveling. Candidates are evaluated comprehensively for problem-solving skills on a case-by-case basis, checking for ability to remain flexible and personable. Please note, this award system does not confer any qualifications or rank to applicants.

Applications opened on the Globetrotter Travel Research Institute website in November last year. The firm received cooperation from guide associations, guide organizations and local governments in announcing and distributing information. The number of applications and judges were not disclosed.

The results were announced on May 14.

The award winners for Guide of the Year were Maya Kudo, Mika Shiraishi, Chie Moue, with Special Awards going to Ryoko Aosaki, Tsutomu Harada, Makoto Fukuda, Kumi Yasui, and a Special Judges Award going to Joe Okada.

For more information, click here .

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1 Comment Login to comment

Gene Hennigh June 18 03:49 am JST

I would want one of these to be my guide. It's nice that the good ones get the recognition. I'm sure there are many more good guides who didn't make the list, too. In my hometown there are this kind of attention given to "Best Auto Repair Shop", "Best restaurant", "Best hair salon", and many others. It's just a boost for the good ones and other good places get honorable mention and there are even "ties". Fun and informative and everyone knows there are other good ones.

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Travind Institute Of Travel And Tourism Management

With a syllabus helping students to gain vital practical knowledge as per the industry standards, and an excellent faculty, Travind has climbed its way onto being a top travel and tourism institute in India. With short term travel and tourism courses such as a diploma in travel and tourism and many more, this travel institute will make sure that the students receive the best guidance to secure a fascinating career in the world of travel and tourism.

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Duration: 9 months.

Get deep insights in Travel and Tourism industry from the experts, on job training & paid internships.

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WHAT PEOPLE SAY

This is where my career took a start. Within 3 months of joining Travind Institute, I was placed in 24x7rooms.com, a company for all the travel & accommodation requirements .Travind provides 100% Placement Assistance. In this company I am working in the Mapping Division and also handling mails of guests special requests. Proud to be a Travindian. Mrs. Aalifiya Ghadiyali

We at myTravel Junction India Pvt Ltd were in the need of formal training to our staff in Holiday Packages and Air Ticketing. After searching through many options, I found Travind as the best suitable one. The institute has designed a capsule course for my team in very short time. The delivery of the course was superb in terms of content, trainer and practical orientation. A special lecture by Mr Deep Sir was icing on the cake for us. Overall, I am extremely satisfied with the institute. Mr. Pravin U. Patil, Managing Director, myTravel Junction India Pvt. Ltd.Pune.

Travind institute is the best for Travel and Tourism courses. The staff is very supportive. The Faculty is Very experienced and classrooms are well equipped with modern teaching equipment. The teachers are friendly . I got internship in just 2 months because of good and knowledgeable teachers. I have had a great experience in Travind institute from admission to on job training to my paid internship. I am very thankful to Travind institute and want everyone to grab the opportunities that Travind provides. Mrs. Shruti Bhandari

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Sen. Tim Scott and Dr. Ben Carson host Juneteenth commemoration

WASHINGTON (Gray DC) -[ANCHOR] Juneteenth is a holiday marking the end of slavery in America.

To commemorate the day and its significance, Senator Tim Scott and Dr. Ben Carson teamed up at the Library of Congress.

It’s a holiday they say is joyous but complicated.

In 1863, Abraham Lincoln signed the emancipation proclamation, declaring that all persons held as slaves shall be free.

But in southern states, it wouldn’t be until two years later that freedom became law.

Juneteenth marks the day all slaves became free.

Nandi Walcott is with the Institute of Caribbean Studies, “It’s very important for us to keep our culture and history alive.”

She adds, it’s a day of reflection, and an opportunity to celebrate and recognize how far we’ve come, “Juneteenth is a great way to give us an opportunity to look back at the mistakes we made of us as a country.”

Senator Tim Scott views the day as a reminder of the work left to do.

“We, the collective, have work to be done to make sure that the next generation has more mountains to climb and fewer valleys to live in.”

Juneteenth was officially declared a federal holiday by President Joe Biden on June 17, 2021.

Copyright 2024 Gray DC. All rights reserved.

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A new itinerary for the tourism industry

McKinsey spoke with more than 5,000 travelers across geographies and generations as part of a recently published survey  that reveals clear differences in behaviors, motivations, and expectations among a diverse set of tourists. On this episode of The McKinsey Podcast , McKinsey’s Margaux Constantin  and Jasperina de Vries speak with editorial director Roberta Fusaro about data that can help travel and tourism companies tailor their offerings and realize more bookings, higher satisfaction, and, ultimately, repeat visitors.

In our second segment, from our CEO Insights series , McKinsey senior partner Kurt Strovink  shares an approach to help CEOs connect with stakeholders—a relationship that’s prized but too often elusive.

This transcript has been edited for clarity and length.

The McKinsey Podcast is cohosted by Lucia Rahilly and Roberta Fusaro.

What motivates travelers to hit the road?

Roberta Fusaro: We’re here to talk about the way we travel today, specifically about a piece of research that McKinsey did with more than 5,000 travelers from China, Germany, the United Arab Emirates, the United Kingdom, and the United States.

We asked them about the motivations, behaviors, and expectations behind their travel experiences. One of the more interesting findings from the report is that travel isn’t just of “interest,” and I’m putting that word in air quotes. It’s becoming a priority for a range of consumers, including me. Margaux, why is this so?

Margaux Constantin: We clearly see that for people all over the world, travel has never been so top of mind . And that might be because of more than just the pandemic. About two-thirds of the people we interviewed said they’re more interested to travel than ever before.

If you take the younger generations, that number is even higher: 76 percent have never been so keen to travel. But that’s something that we’ve seen happening over the past decade, where there’s been a shift from spending on possessions to spending on experiences, particularly for the younger generations. Maybe the pandemic was a bit of a catalyst. But that really comes from a much longer cyclical trend in the industry.

Roberta Fusaro: What differences did you see among travelers of different ages? What matters most to Gen Z, for instance?

Jasperina de Vries: Gen Zers are interesting because travel has become a top priority for them. In fact, last year, millennials and Gen Zers took an average of nearly five trips versus less than four for Gen Xers and baby boomers.

The number-one consideration we clearly see for Gen Zers when selecting a destination is experiencing something new. For the younger generations, there’s a real draw toward using travel as a means to interact with different cultures and explore the unknown.

That makes international travel increasingly appealing for these younger generations. International travel feels more within reach for them. The cost has come down, especially with the abundance of low-cost airline seats. Travel has also become more convenient. It’s easy for them to get oriented in a destination before they travel. Mobile connectivity overseas has become cheaper. It’s easy to translate things when you get there.

Social media is also helping younger generations shape their ideas about faraway destinations when they’re thinking about their next trip. And 92 percent of younger travelers reported that they were influenced by social media, in that sense. Social media makes the world feel smaller and bigger at the same time.

Roberta Fusaro: What about Gen X and boomer travelers?

Jasperina de Vries: For the older generations, the number-one travel motivator is friends and family—to either visit them or travel with them. That motivator is put far ahead of visiting a new place or going to a place that everybody’s talking about.

Older generations are also very strategic about how they spend. Only 7 percent of the baby boomers we surveyed will go all out when they travel. But that doesn’t mean that they’re unwilling to spend, because baby boomers do spend three times more on travel than Gen Z.

They are willing to make their trip easy and convenient. They are willing to spend to make things less burdensome. They’re willing to travel in the offseason. They’re less likely to try and save by taking longer or connecting flights. And they are almost twice as likely as younger generations to cut expenses when needed, but they place emphasis on the quality of their accommodations.

Margaux Constantin: What’s interesting is that baby boomers spend three times more on travel than Gen Z. But Gen Z spends a much higher share of its disposable income on travel. That’s the big paradox here.

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The role of technology in travel.

Roberta Fusaro: How do different generations incorporate technology into their travel plans?

Margaux Constantin: What we see with older generations is quite a bit of fatigue with technology in the travel process and a feeling that if you’re not a digital native, the steps of traveling have become quite challenging. That may or may not be correlated with the fact that they tend to visit destinations they’re more familiar with, that they have been to already, rather than explore new destinations. So they can rely a bit less on those tools.

What that means is that travelers still like to have a digital and analytics-informed travel journey and travel process, but that doesn’t have to get in the way of human interaction. What we see with older generations is frustration that every site or attraction you try to go to now [involves] a machine that they’re struggling to interact with or to get the right information from. And that’s where some of the disconnect can happen.

Traveler priorities across different global markets

Roberta Fusaro: The survey also gets into some of the differences among travelers in different markets. We’re looking at travelers in China, the US, the Emirates, and some Europeans. What did you see there? What are travelers in different markets more or less likely to prioritize?

Margaux Constantin: What’s quite interesting here is despite the world becoming more globalized or feeling like it’s become more globalized, the differences in travel preferences across those markets remain really strong.

If you start with the Chinese travelers, they are changing a lot. There is still a very large chunk of that market that wants to prioritize these iconic travel experiences, these famous bucket list [trips]. About 69 percent of our Chinese respondents want that bucket-list-type holiday. For North American and European travelers, it’s only 20 percent.

At the same time, we also see in the Chinese market a real enthusiasm and passion, fueled by the pandemic, of rediscovering their domestic heritage and traveling much closer to home. We see the Chinese domestic-travel market growing at about 12 percent in the coming years and overtaking, very quickly, the United States as the world’s largest domestic-travel market.

If you compare this with travelers from the United Arab Emirates, there is also a strong preference, closer to the number of Chinese travelers, to visit iconic destinations. But what they’re really after are active, sport-heavy holidays—being outdoors, hiking, and doing some sort of exercise. On the other end, Europeans and North Americans are a lot more homogeneous in their preferences; 40 percent see their vacations as a way to just get away from it all, which is two times higher than the share of Chinese or UAE-based respondents. And, of course, the best way to get away from it all is the traditional beach holiday, which remains the top destination for those markets.

Seven traveler archetypes

Roberta Fusaro: As part of the research, you identified seven clusters of travelers, all of whom share a lot of the same attitudes and motivations toward travel. These include sun-and-beach travelers, culture-and-authenticity seekers, strategic spenders, trend-conscious travelers, cost-conscious travelers, premium travelers, and adventure seekers. Let’s tick through each and the preferences embedded within them.

Jasperina de Vries: This is my favorite topic for two reasons. One is that these personas are intriguing. And two, there’s an especially key insight for travel players on going to the next level of customer understanding or guest understanding, in a similar way as we’ve done here in the research.

We used machine learning to identify clusters of our respondents with similar behaviors and attitudes and then looked at the key differentiators between these groups. There are seven in total. One cluster is the culture-and-authenticity travelers. They love to sightsee, they prioritize new destinations, and they’re willing to spend on experiences.

That contrasts with, for example, the strategic spenders, who are very careful about splurging on experiences and who also try to save on accommodations and flights. Another one that I would highlight is the trend-conscious jet-setters, who are ready to spend and who are very attentive to recommendations from friends and social media. These travelers would prioritize the more iconic or popular destinations.

But a key learning for players in the sector is to use the data to better understand the exact traveler archetype that you are trying to attract and learn how to meet their needs.

And in this sector, companies don’t always interact with their guests every day, as they do in, say, retail. But, still, our clients are surprised by how much they do know about their customers and how much privileged insight they have. Our research was based on 5,000 respondents. But imagine it’s hundreds of thousands or even millions of customers you have touched and what you can learn from them.

Using data to tailor travel experiences

Roberta Fusaro: Let’s pretend I own a company that organizes travelers around large safari expeditions and sightseeing experiences. How could I use the information in this report to boost sales or engagement?

Jasperina de Vries: I hope that the research opens up the aperture for many players in the industry , like the safari provider, to think more deeply about the different pockets of demand out there and to build up their understanding of the pockets that they have not yet been specifically targeting.

And this is the other point: it’s important to build out the understanding of your customer base and, from that, think through how that allows you to adjust your marketing approach.

One of my clients, for example, is looking to increase direct bookings. That’s something that many of our listeners will try to pursue. What my client does is look at a cluster of guests that already has a high degree of direct bookings. That cluster is made up of relatively similar people, but there are also people in that cluster who do not yet book direct.

The good thing is they look like those who do. And it’s relatively easy to nudge them into the type of behavior that you would ideally see, which is booking direct versus booking through an OTA [online travel agency]. And you can do the same with upselling and cross-selling, for example. This is more straightforward than you think, and it’s driven by the customer data you have today.

It’s important to build out the understanding of your customer base and, from that, think through how that allows you to adjust your marketing approach. Jasperina de Vries

Margaux Constantin: Adding further to this notion of the travel safari company, and being a bit more focused on older generations, because they do spend more than younger generations. They spend three times more. But if you start thinking, “Maybe, there is a new market in the younger generations and Gen Z because they are willing to spend disproportionately on experiences.” Then you could engineer experiences for them. They might come on a low-cost flight, and they might stay in cheaper accommodations, but they will spend the $500 entrance fee to go gorilla tracking and have that experience.

There are these pockets of high willingness to spend. And that means you may also want to rethink your accommodation offering to be cheap without feeling cheap. It’s a lot about smaller rooms, shared rooms, but also high-quality shared spaces, high-quality open spaces, coworking spaces where people can mingle. We’re starting to see some players propose interesting things there.

Roberta Fusaro: How much of that is happening within the ecosystem?

Margaux Constantin: A lot of our clients are not sufficiently mining all the insights they have on what their travelers need. And there are so many more insights they could get. But a lot of our clients are also not sufficiently reactive or agile enough to act on those insights.

And so what you’re describing is an example of such an action. But it could also be to launch certain promotional packages, which is easier, or redo parts of your website, which is also easier. The translation to action remains slow.

It usually takes three years to build a hotel. In those three years, how do you keep evolving your builds to meet the evolving needs of your travelers or, at least, build things in a way that gives you enough agility once the property opens?

Jasperina de Vries: But, to your point, Roberta, in the ecosystem orchestration , we don’t see a lot of syncing up among players yet. But there is an increasing eagerness to grow tourism destinations, because folks are seeing that it’s important to build out full itineraries to make the most out of that first stay so that the traveler takes away a positive experience and goes back home and talks about it. It’s important for growing markets to build everything out in sync. And we see a lot of eagerness among stakeholders to get there. It’s easier said than done, of course.

New opportunities

Roberta Fusaro: Are new businesses  springing up out of this renewed zest for travel?

Jasperina de Vries: For this year, we expect that tourism will be a full 9 percent of global GDP. So it’s creating a lot of new economic activity. And there is a lot of opportunity for stakeholders who can cater to the preferences of new travelers.

Roberta Fusaro: Some travel companies  struggle with their data strategies. If you’re somewhere in the middle of the journey with your data strategy, are there things that you can do right now to start to understand customers better?

Jasperina de Vries: Hospitality clients are surprised by how much they can do with the data and privileged insights they already have as first parties versus intermediaries. For example, we helped one company build out something basic to start with: sending out three types of messages to customers based on a best guess of their propensity to travel to a particular destination.

We sent one set of customers an email about news from that destination and included a convenient travel offer for them. The second group we wanted to convince, so we sent them an email before their next estimated travel date and included a more price-sensitive offer. And for the third group of customers, who we think might not be highly likely to travel but who could be tempted, we tried to attract them with a special offer.

So this is not about building out a full set of email journeys and cross-channel journeys. This can start really small and still be effective.

Memorializing trips through social media

Roberta Fusaro: Jasperina, you’d mentioned the use of social media among Gen Z travelers. I’m curious about this idea of memorializing the travel experience and how providers and players in the tourism ecosystem could think about that differently.

Margaux Constantin: In our research, we see that more than 70 percent of travelers say they’ve posted photos of their vacation on social media in a very systematic way. And, of course, for younger generations, that share is north of 95 percent. It’s absolutely become the norm.

Then, if we go back to the times of even Ancient Greece, you will find various ways of capturing travel memories in some shape or form. As we mentioned earlier, more than 90 percent of Gen Z travelers will be influenced by social media posts when deciding to visit a certain place, especially posts they see from friends and families or from celebrities they trust.

That creates several opportunities for the industry. Definitely, everything related to social media  strategy, influencer strategy, encouraging folks who come to visit to repost about the hotel, repost about the attraction, repost about the destination, is key, given how big this is in the consideration funnel of travelers.

But this is also creating opportunities for new businesses to emerge in this space of journaling, if you like. And we see microblogging platforms trying to give travelers a different way of sharing with friends and family outside of the traditional social media platforms, which is also interesting.

Roberta Fusaro: I’m feeling bad for the seaside sketch artist who you would walk up to, and they would sit there with their pen . . .

Margaux Constantin: Actually, that one, probably, has never been a bigger celebrity. There is so much they can do on social media, even if they have limited drawing skills. There’s a big career as an actor in that space.

The impact of gen AI

Roberta Fusaro: Jasperina, you mentioned the use of generative AI [gen AI] on the back end of travel experiences. Are there other applications of gen AI that you could see going forward?

Jasperina de Vries: We saw in the survey that about a quarter of travelers have tried using AI or gen AI to plan a trip, and 80 percent said that they would be interested in trying to use AI or gen AI to plan a trip. So, there’s an expectation that the use will grow.

We also see that the first versions of gen-AI-based travel planners  can only do so much. So this is definitely an evolving space that still needs time. But it is quickly evolving.

And we talked about some of the use cases there. The gen AI piece that can come in is, for example, about making it easier to create marketing content. Going forward, we should also be mindful of the role that AI and technology plays and the implication it has on the workforce.

What we continue to see for hospitality and tourism is if there’s one sector where the human touch and the tech enablement of that remains so important, it’s hospitality because this is a moment in time for all travelers, where they are keen to experience something new and they also want to be taken care of. And so we expect that frontline staff, travel advisers, et cetera, will continue to have an important role in that travel or booking experience , empowered by technology.

If there’s one sector where the human touch and the tech enablement of that remains so important, it’s hospitality because this is a moment in time for all travelers, where they are keen to experience something new and they also want to be taken care of. Jasperina de Vries

Destination overload

Roberta Fusaro: We’ve been talking a lot about growth in the market. Is there something that the service providers or players in the tourism ecosystem have to be aware of, given all this fast growth?

Margaux Constantin: The growth is not very evenly spread. What we tend to see is if you take the 15 destinations today that have the highest concentration of visitors per square kilometer, these are also the destinations that I expect to see the fastest growth of visitors in the coming years, so anything leading to 2030 from 20 percent further growth, all the way to 86 percent for places like Marrakesh and Morocco.

At the same time, travelers say that when there’s just a bit too much of a crowd, it has a highly negative impact on their travel. Seventy percent of our respondents mentioned negative experiences related to overcrowding in their travel in the last 12 months.

So as we grow, we really need to put in place the right measures and be very thoughtful  about how we ensure that visitors have the best travel experiences they can—whether it’s in more rural, quiet areas, but also in some of the most visited places—and really keeping that strong visitor experience.

Why CEOs must connect with stakeholders

Lucia Rahilly: Next up, senior partner Kurt Strovink says CEOs understand the importance of connecting with stakeholders, but too few know how to do it.

Laurel Moglen: Stakeholders, like investors, customers, the media, and employees, all want to hear from CEOs on a wide range of issues. Kurt, through your conversations with CEOs, how important is it for CEOs to engage with the public?

Kurt Strovink: It’s very important, and it’s becoming more important as time goes on. Communications and stakeholder engagement is one aspect that many CEOs are less prepared for, relative to what it takes. It’s not something they’ve necessarily encountered in previous roles before becoming CEO. And the enormity of the number of stakeholders, the balance between them, and how to manage and negotiate this is something that I think dawns on new CEOs quite quickly.

Our own research suggests that 58 percent of CEOs think that external affairs is a top priority for them. But only 12 percent feel that they’re handling it really well. I would also say some of the leading CEOs, those who have become skilled at being a CEO over time and some of who we’ve profiled in our book CEO Excellence , have also drawn attention to this priority. 1 Carolyn Dewar, Scott Keller, and Vikram Malhotra, CEO Excellence: The Six Mindsets That Distinguish the Best Leaders from the Rest , New York: NY, Scribner 2022.

Satya Nadella, the CEO of Microsoft, has talked about how important it is to be able to manage multiple constituents in the world—team members, employees, customers, governments. As a CEO, you need to create that sort of continuous balance between multiple constituents.

Laurel Moglen: What’s the best way for leadership to adapt to this priority?

Kurt Strovink: In terms of how to adjust to this priority, we’ve tried to synthesize our perspectives into an approach called EDGE. It’s an acronym that encompasses four ideas for CEOs to understand what’s important.

The first idea is expanded . CEOs must think about themselves as a bridge to the outside world. They must recognize that they’re kind of public in all their comments at all moments. That’s a different mentality than thinking about yourself as a personal leader inside of a company, where your words won’t travel as far.

The second idea is distinctive , by which we mean do only what the CEO can do or try to think about those things that can’t be delegated. There are many things that you can have other people do on your behalf, but some of the communication needs to be from the CEO seat itself.

The third idea is growth oriented . Some of the best communicators and stakeholder balancers think a lot about growth in their communications. It’s something that’s ever present in the way that they interact with the outside world. It’s part of how they emphasize the upside of their companies, their contribution to the world.

The fourth and final idea is engagement . This means going beyond influencing stakeholders to try to truly inhabit the mindsets that they have, meet them on their own terms, and work from there.

This is one way to think about four important best practices that we think of in the context of communications with different constituent groups and to adapt to them.

Laurel Moglen: As leaders incorporate all that EDGE means into their communications platforms, what strategies have you seen work for them?

Kurt Strovink: I have seen a few strategies that work for CEOs and a few markers for progress as CEOs, who become more excellent on this dimension. I often will observe a CEO’s narrative itself—the way they talk about what they’re doing, what they’re here to do, what their company’s purpose is, how they engage their own employees—and I will listen for how proprietary that vocabulary is and how authentic it is to them. And we often find that CEOs who become skilled at this will have certain terms that they put more weight into, certain things that become meaningful. So this idea of the singular narrative with proprietary language is hard to encourage anybody to do, but we notice it as a distinctive strength.

I also find that CEOs need creative ways to enrich this narrative over time, to have it take in additional elements of what happens around them. They must repeat this narrative, sometimes more than they’d like to in different settings. They should find energy and enthusiasm and vitality in doing that authentically. It’s very important to see yourself as a real communicator of this message in broadcast and in narrowcast forms. The former CEO of US Bancorp, Richard Davis, said the holy grail for him was to have 12 people on a management team who were equal voices and equal storytellers.

What that means is that there are people who can speak for the team, for the company, not just for themselves. Sometimes, you see CEOs who develop enough of a narrative that they get another dozen people on their management team to really make it theirs and sound similar themes.

These CEOs create propagation that’s much greater inside the company and outside the company because they have other people and their management team who are fully resonant with those messages.

One last thing that I’ll share from our work with CEOs is what we call the four Ws: “who” “why,” “what,” and “when.”

You have to think about “Who you are?” or “Who do you want to be?” You’re really thinking about the identity of the organization separate from the initiatives and activities that are under way.

You also have to think about the why. “Why is it there?”

This gets us to the what. “What is the purpose?” or “What’s a larger mission that motivates?” This leads you to think about the series of things you’re doing. And that ladders down into many aspects of strategy, initiatives, and the like.

Lastly, you think about the timing, the execution of the plans, which is summarized by the when.

But I do see a failure mode in CEOs. They’re very good about the what and the when, though maybe not as thoughtful as they could be about the who and the why.

And in self-propelled organizations, especially organizations of high talent, there’s tremendous latent potential in deeper dialogues about the “who” and the “why.”

I would encourage all CEOs to think about all four Ws evenly as they think about building some of these messages, these narratives of meaning, and as they chart the course to figure out what they’re solving for with so many different constituencies.

Kurt Strovink is a senior partner in McKinsey’s New York office, Margaux Constantin is a partner in the Dubai office, and Jasperina de Vries is an associate partner in the Amsterdam office. Lucia Rahilly is the global editorial director of McKinsey Global Publishing and is based in the New York office, and Roberta Fusaro is an editorial director in the Boston office.

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